Influence Of The Consistency Of Spokesperson Gender Traits And Product Gender On Ads Which Male Spokesperson Endorses Female Products

Currently, the investment in advertising endorsement is amounting to 60 billion in China. The celebrity endorsement fee is even larger. In the 1990 s, the number of celebrity ads is rising linearly. In the past, the spokesperson of the female goods is actress, while the men’s image presenting in the media begins to show more and more feminine qualities with the aesthetics turning neutrally and the consumption of the beauty of man springing up. In recent years, the phenomenon that actors endorsement for female goods is appearing in Japan, South Korea and China and other regions. We based the “match-up theory” proposed by Kamins to explore the phenomenon of male endorsement for female commodity in order to find the consumer psychology and the psychological mechanisms behind the phenomenon. The result got by scale is indirect data, using the eye tracker can record subjects’ unconscious eye movements which can collect direct data. This study used questionnaires combined with eye tracker method in order to seek more accurately outcome about advertising effect.Experiment 1 explored that whether the consistency of spokesperson gender traits and product gender impact advertising effect in the ads which male spokesperson endorses female products. Will the gender traits of spokesperson matched with the gender of the product or unmatched with the product gender have different ads effect? The results show that the gender traits congruence significantly affects the ads effect. The spokesperson whose gender traits are consistent with product gender can bring better ads effect than inconsistent. The spokesperson whose gender traits matched with product gender can arouse subjects’ interest and attention, lead to more active attitudes toward the advertising and products, and cause subjects’ stronger willingness to buy.Experiment II added a new variable-spokesperson visibility on the basis of experiment 1 to explore the impact of the matching of spokesperson gender traits and product gender and the visibility of spokesperson on advertising effect. The results show that when spokesperson gender traits matched with products gender, celebrity endorsement advertising effect is more better than non-celebrity endorsement advertising effect; when the spokesperson gender traits unmatched with product gender, advertising effect of celebrity and non-celebrity endorsements has no significant difference; spokesperson whose gender traits is consistent with the product can bring better ads effect than whose gender characteristics is inconsistent with the product gender.Comprehensively discuss the results of the two experiments, the author draw the following conclusions:(1) In the ads of male spokesperson endorses female products, the consistency of spokesperson gender characteristics and product gender has a significant impact on advertising effect. Spokesperson whose gender traits are consistent with the product can bring better ads effect than whose gender characteristics are inconsistent with the product gender.(2) In the ads of male spokesperson endorses female products, the visibility of spokesperson has a significant impact on advertising effect. When the spokesperson gender traits and product gender are consistent, the high visibility spokesmen can bring better advertising effect than the low visibility spokesperson.